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tv-tittande <\/a>Jag tillh\u00f6r arten Homo Zappiens, den zappande m\u00e4nniskan. S\u00e5 fort det blir reklamavbrott s\u00e5 sl\u00e4nger jag mig \u00f6ver fj\u00e4rrkontrollen och byter kanal. Jag tittar runt till dess jag hittar ett intressantare program eller till dess att reklamavbrottet \u00e4r \u00f6ver.<\/p>\n

Jag v\u00e4nder mig framf\u00f6r allt mott hur reklamen talar till mig. Reklammakarna tycks betrakta sin publik som ett kollektiv av idioter. Det \u00e4r f\u00f6rv\u00e5nande eftersom tv-reklam tillh\u00f6r det mest unders\u00f6kta f\u00e4ltet i reklambranschen. Varf\u00f6r g\u00f6r dom som dom g\u00f6r, vill n\u00e5gon m\u00e4nniska titta p\u00e5 skr\u00e4pet?<\/p>\n

Nu kommer det en doktorsavhandling som kanske kan v\u00e4nda utvecklingen. Den visar att branschen kan ha anv\u00e4nt fel metoder n\u00e4r man utv\u00e4rderat reklam. Det \u00e4r Karolina Brodin vid Handelsh\u00f6gskolan i Stockholm som har kartlagt vad folk egentligen g\u00f6r n\u00e4r reklam visas p\u00e5 tv, ber\u00e4ttas i en TT-artikel som bland annat publicerats i DN<\/a>.<\/p>\n

Tittarna har l\u00e4rt sig reklam-tv:s logik och anpassat sitt beteende d\u00e4refter. N\u00e4r programmen avbryts av reklam d\u00e5 passar folk p\u00e5 att g\u00f6ra andra saker, som att g\u00e5 p\u00e5 toaletten eller koka kaffe. En del f\u00e5r skuldk\u00e4nslor n\u00e4r de tittar p\u00e5 tv. De tycker att de b\u00f6r g\u00f6ra n\u00e5got viktigare och s\u00e4tter d\u00e4rf\u00f6r i g\u00e5ng att st\u00e4da under reklampausen, skriver TT.<\/p>\n

I dag g\u00f6rs utv\u00e4rderingen av reklam med enskilda personer i ett laboratorium. Utv\u00e4rderingen kanske ska ske som i Karolina Brodins f\u00f6rs\u00f6k i st\u00e4llet. Reklammakarna skulle f\u00e5 se vad som verkligen n\u00e5dde tittarna. D\u00e5 kanske vi kan f\u00e5 \u00e4ndring p\u00e5 reklamens tilltal.<\/p>\n

Lyssna p\u00e5 min kr\u00f6nika om tv-reklam <\/a>(mp3). Den har tidigare s\u00e4nts i radioprogrammet P1Konssument.<\/p>\n

Andra bloggar om: Reklam<\/a>, Tv-reklam<\/a>, Reklamavbrott<\/a>, Tv<\/a>, Forskning<\/a>, Kr\u00f6nika<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"